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The power of the dark side

Date of publication: June 15, 2013

Catalogue: Qualitative 2013: Brilliant Transformations

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Author: Shobha Prasad

Abstract:

The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the "Seven Deadly Sins" lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.

Shobha Prasad

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The power of the dark side

Catalogue: Qualitative 2013: Brilliant Transformations

Author: Shobha Prasad

Company: Drshti Strategic Research Service pvt. Ltd.

November 20, 2013

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Citation

Prasad, S. (2013a, November 20). The power of the dark side. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-power-of-the-dark-side-8103


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The other side of the coin

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Pablo Jose Rivera, Carmen Nora Olivencia

 

May 1, 1997

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Rivera and Olivencia (1997a, May 01). The other side of the coin . ANA - ESOMAR. Retrieved April 18, 2024, from


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Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Michael Wragg

 

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Wragg, M. (1998a, September 01). Delivering market knowledge in the dark continent . ANA - ESOMAR. Retrieved April 18, 2024, from


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Citation

Prasad, S. (2013a, June 15). The power of the dark side. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/delivering-market-knowledge-in-the-dark-continent-